Vinculación emocional hacia la marca  y marketing digital como estrategia  de éxito en tiempos de covid-19

Verónica Baena Graciá

doi:10.51302/marketing.2022.3497

Authors

Verónica Baena Graciá Catedrática de Marketing. Universidad Europea de Madrid (España) https://orcid.org/0000-0002-4641-591X

DOI:

https://doi.org/10.51302/marketing.2022.3497

Keywords:

brand love, online marketing, website, Facebook, Instagram, Twitter, covid-19

Abstract

The Covid-19 pandemic has caused an unprecedented global economic crisis. All sectors of activity have been affected and have faced serious financial threats. For this reason, in a context of physical restrictions during the Covid-19 crisis (confinement and new normality), it is necessary to analyze the suitability of emphasizing the use of a digital marketing strategy. Through a mixed research based on the combination of a quantitative analysis (survey and econometric analysis) in conjunction with a qualitative analysis (focus group), this article aims to identify the role of the company’s website, app and social networks in the creation of an emotional attachment towards the brand.

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